| Course Type | Elective Course |
|---|
| Course Level | Doctorate Of Science |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 15 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Learn to think in a marketing way.
- Know the product, price, place and promotion strategies.
- Know how to develop and implement marketing strategies.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | MAND648 CONSUMER BEHAVIOR
MAND650 SELECTED TOPICS IN MARKETING
MAND637 MARKETING THEORY |
|---|
| Course Description | In scope of this strategic marketing course students will learn about importance of marketing for organizations and products. Then they will learn how to position a particular brand in highly competitive global markets. In addition, course encompasses the architecture of brand, brand positioning strategies and crafting a contingent brand strategy. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Marketing Strategy and Planning |
|
2nd Week |
Marketing Thinking |
|
3rd Week |
Marketplace Structure and Strategy |
|
4th Week |
The Nature of Marketplace and Consumption |
|
5th Week |
Target Market and Positioning |
|
6th Week |
Thinking Through the Marketing Mix |
|
7th Week |
Arasınav |
|
8th Week |
A Thinking Organization |
|
9th Week |
Product Strategies |
|
10th Week |
Pricing Strategies |
|
11th Week |
Distribution Strategies |
|
12th Week |
Promotion Strategies |
|
13th Week |
Project Presentations |
|
14th Week |
Project Presentations |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Jain, Subhash C. (2004). Marketing Planning and Strategy. South-Western College Publishing.
Hill, Mark E (2013). Marketing Strategy: The Thinking Involved. Sage
|
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Discussion
- Project
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Project |
1 |
30 |
| Total(%) |
|
60 |
| Contribution of In-term Studies to Overall Grade(%) |
|
60 |
| Contribution of Final Examination to Overall Grade(%) |
|
40 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
2 |
2 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
|
|
|
| Preparation for Final exam |
1 |
250 |
250 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
160 |
160 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
2 |
2 |
| Homework |
|
|
|
| Total Work Load | 456 |
| Total Work Load / 30 (h) | 15.2 |
| ECTS Credit of the Course | 15 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
